Slowly, there is a hint of a return to normal, or rather a tentative attempt at our new normal. Instagram is currently full of pictures of people either at the hairdressers in masks – the new selfie shot – or freshly coiffed post visit. I’ve got my first face-to-face press appointment in almost four months next week. It feels weird, but exciting to be able to actually leave my house, meet other industry people, maybe even get some ideas and inspiration. How novel.
I’m now so used to events being virtual or – particularly after a week of digital video presentations from the fashion houses at Paris Couture – when I read about Alighieri, the jewellery brand, launching a new event concept, I presumed that too was going to be digital. Reading on, I realises that no, it’s going to an actual event you can go to! Like in the old days of 2019!
The concept is what sounds like a mock-village called Alighieri Old Town, with a pop-up restaurant called Casa Luna where you and up to five friends can book a table over the course of six different nights. In other words, it’s going to be like going on holiday for the evening – in EC1. The food is on-brand Italian and the idea is to reunite the brand’s community – customers, we used to call them – after the lockdown.
It’s a brilliant idea in terms of customer engagement and PR. Post-lockdown creativity starts here and I can’t wait to see what other brands come up with.
